Marlboro have already launched an aggressive cancer drug for the rugged outdoors type, while Benson and Hedges’ Silk Cut chemo will be aimed at users who do not really need treatment but don’t want to feel like they’re missing out.

Meanwhile, for those who find the whole chemo thing a bit too strong, why not try menthol-chemo for the cool rush of winter – like that bloke in the operating gown in the Macmillan ads.

This is only the start of big tobacco’s monetization of its products’ longer-term effects. Camel have started selling amusing hump-branded urns, while Superkings have a range of longer than usual coffins for budget-conscious tall people.